Email vendor Selection

Whether you're reviewing email marketing software or evaluating your current email service provider, here you'll find everything you need to know about selection and review of the best email marketing tools.

Just like identical twins, ESPs look very much the same at first sight. They all have similar features. And say they can do data management, reporting, content editing, segmentation, triggers, split testing, auto-responders and marketing automation.

In discussions, you hear: “All ESPs do basically same thing.” But is it true? Are they identical twins? Perhaps you’ve created a feature tick list and found all vendors tick all the boxes. How can you decide now? Here’s some advice for brands to consider.

Email marketers want to maximize the value of their email campaigns, but many marketers lack the budget, resources or expertise to create campaigns that achieve the results they desire. But instead of turning to those with more experience, they grind away at it in-house or hire inexperienced developers to try and make improvements.

I often see businesses choosing email service providers (ESPs) based largely on price. Later, they discover that ESP wasn’t so cheap after all, for various reasons. You don’t want to make that mistake.

On the other hand, I see others choosing an ESP that costs more, but also offers more. Which path will you choose?

eCommerce websites will always have carts abandoned before a shopper completes a purchase. Not all retailers are acting on preventing and recovering those lonely shopping carts, but it a great source of income if handled correctly.
A key factor is to choose the best abandoned cart recovery software. The shopping cart tool that includes the features needed.

When you’re looking for a new ESP, you’re going to have to ask some hard questions in order to find the best fit, even if you don’t want to. However, if you don’t do the due diligence now, your reluctance to do so could come back to haunt you when something goes wrong.